06240620 - International Marketing

This course views global market systems as dynamic and complex, posing challenges and opportunities to large and small multinational firms. It introduces students to theoretical and practical tools to deal with these challenges and complexities and leverage their resources. It focuses on the service logic in designing cross-culture marketing strategies. That goal will be accomplished through lectures and discussions of relevant concepts, readings from academic articles, and the study of business cases. 

Estimation of private study (outside of contact hours): 15 hours

DIMENSION OF SOCIAL RESPONSIBILITY

The course is designed with a strong focus on cultural diversity, social inclusion, and business ethics dimensions

TARGETED KNOWLEDGE AND SKILLS 

By the end of this course, students will be able to:

• Develop accurate management skills to deal with the complexities of global market systems.
• Design business models for customer value leadership.
• Be able to manage global consumer cultures in executing marketing strategies.
• Exhibit market research skills in global markets

COURSE OUTLINE

Session 1: Introduction of the service approach in international marketing
Session 2: The glocalization of consumer cultures
Session 3: Cross-culture marketing strategies design

PRESCRIBED TEXTS AND PUBLICATIONS

MAYRHOFER, U. (2021), Marketing International, 2nd ed., Economica.
USUNIER, J.-C. and LEE, J. (2009), Marketing Across Cultures, 5th ed., Prentice Hall.

Individual grade
Written test
Case study with open questions, 2h

Other grade(s)
Grading during class
Written report and oral presentation
20 pages report / 10’ oral presentation + 5’ questions

Weight: 40% written - 20% oral

TEACHING METHODS
Lectures, Case studies, Class discussion

NATURE OF MATERIALS
Academic & non-academic articles
Videos

PRE-REQUISITES IN TERMS OF KNOWLEDGE AND SKILLS
ADVISED PRIOR READING
Ghauri, P.N. & Cateora, P. (2014). International Marketing. London: McGraw-Hill Education.